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I understand that Pampers and Huggies and Similac might want to feature babies in their television commercials, but of late it seems the little cuties are everywhere advertising everything.

I can’t get through an evening without my wife oohing and awing several times… admonishing me when I miss one. I hear look, look, look all night long. A baby smile, a dribble, a bad hair day or God forbid an outright laugh and she is reduced to jelly.

But ask her afterward what the commercial was about and she has no idea. I bet many people don’t.

Do you have employees who are smart and engaged and that you suspect have great ideas but don’t seem willing to contribute? Do they trust you to acknowledge their contribution? Do they think you will even listen to their ideas?

Most employees have ideas and while not every one is a gem, some of those ideas will inevitably be good ones. But if the right environment isn’t present, most won’t step forward.

Listen, encourage and acknowledge. Not every idea is a breakthrough but don’t be afraid to say so, while creating a listening environment. It’s an indicator of the health of your business. Talk to your employees individually on a regular basis. Encourage them to contribute. Build trust.

Over time they will know you value their ideas and it will encourage them .

Good companies don’t have people working in silos. Build a culture that requires interactive listening where people contribute in a meaningful way and are acknowledged for their contribution.

Listening affects how you learn and grow. Talk to everyone involved in your company and ask for their ideas. The results may surprise you.

Do loyalty programs work? Air Miles is one of the most effective in Canada. Aeroplan? Shoppers Drug Mart’s Optimum card? Canadian Tire money or gas cards? Some grocery chains have their own points programs redeemable for merchandise.

But does any of it really matter?

Forbes in a weighty opinion says that low-margin retailers often argue they can’t afford customer loyalty programs, but questions whether that’s true? Two business professors make the case that such programs are profit-enhancing differentiators. You can read their paper – Six Myths About Customer Loyalty Programs.

I am less convinced. I look for product quality and customer service first. That’s my major differentiator. If they happen to offer Air Miles, that’s a bonus.

Consumers are more selective and they have more options. If you are all about price, it’s easy to do comparison shopping online and even make the purchase from the comfort of your kitchen table. Want express delivery. No problem.

But if it’s your car mechanic, then you likely want someone you trust, someone who caters to your needs and won’t overcharge you. Same for a hairdresser/barber.

Ask yourself a simple question. Are you loyal to the product, the brand or the service?

You have discovered that content marketing is the new glamour girl of online marketing. You want to get involved but you have nothing useful to say.

Educate, celebrate and motivate. Use your expertise to educate others, who can benefit from what you know. Celebrate your peers and friends and their successes. Motivate with stories and anecdotes about people overcoming the odds.

Any combination of those three things and you are on your way to developing a content marketing strategy.